ปัจจัยภาพลักษณ์ตราสินค้าและการรับรู้คุณภาพที่มีอิทธิพลต่อประสบการณ์ ของลูกค้าและการตัดสินใจซื้อผลิตภัณฑ์เสริมอาหารจากสมุนไพรสำหรับผู้สูงอายุ
Year: 2025
Type: article
Study design: Observational Study
Abstract: The purpose of this study is to analyze the structural equation model of brand image and perceived quality factors influencing customer experience and purchase decision of herbal supplements for the elderly. This study is quantitative and the sample consists of 400 consumers who purchased herbal supplements for the elderly in Thailand. The data were collected using questionnaires through convenience sampling. Descriptive statistics such as mean and standard deviation were used together with inferential statistics, especially structural equation modeling (SEM), to analyze the causal relationships. The results show that 1) brand image has a direct influence on the purchase decision for herbal supplements for the elderly. 2) Perceived quality has a direct impact on customer experience and 3) Customer experience has a direct impact on the purchase decision for herbal supplements for the elderly. In addition, a new finding emerged: perceived quality has an indirect effect on the purchase decision via customer experience as a mediating variable.
Institution: Rangsit University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7219360417